Google and Microsoft Ads

This feature means a single tool can connect to both Google Ads and Microsoft Advertising, the network behind Bing search, and let you view and manage campaigns from each in one place. Adalysis, Adzooma and Optmyzr are examples. You can compare performance across both networks, apply the same rules to both and create reports that cover them together.

Many businesses run their main spend on Google and a smaller amount on Microsoft, where the audience is smaller but clicks are often cheaper. Handling two separate interfaces takes time, and rules or reports tend to be built for only one. A tool that covers both saves hours on routine checks and makes it easier to see where the budget works best. You need it when Microsoft Advertising is a regular part of your plan. If you spend only on Google, it is a feature you can leave out.

Coverage can differ by depth. A tool may offer full editing for Google but only reporting for Microsoft.

• Can you edit campaigns, bids and budgets on both networks, or only view data for one?
• Do automation rules and reports work across both accounts in the same way?
• Does it import Google campaigns into Microsoft Advertising, and does it keep the two in step?
• Are Microsoft features, such as audience settings and extensions, supported or missing?